MY DVR is precious to me for many reasons but one is the ability to skip over the commercials while watching my favorite shows. Now, YouTube is going to give their viewers the same choice and it raises some interesting questions. They call it TrueView, and according to AdAge, it’s going to launch very soon.
TrueView has a number of options connected with it that change depending on whether you’re watching short-form or longer-form videos on YouTube. At the lowest level, viewers will be allowed to skip an ad. For longer material, YouTube is working with the concept of allowing the viewer to choose all ads up front or scattered throughout the program TV style. There’s also talk of offering the viewer a choice of ads which is something Hulu tried a few years ago.